品牌形象對於購買意願及再購意願之影響－以三星品牌為例

The Impact of Brand Image for Purchase and Repurchase Intention－Sansung as an Example

吳加稜(Chia ling wu)

指導教授 ： 嚴國慶

朝陽科技大學/管理學院/企業管理系/碩士(2014年)

摘要

資訊通訊科技日新月異，尤其以手機及平板電腦產品之生命周期也逐漸縮短，且目前之市場競爭激烈，業者欲從商品、價格、促銷和通路取得優勢之困難度也更加困難，故良好之品牌形象對企業來說是非常重要的，也直接影響了產品之銷售，而不同的消費者，對品牌形象的認知與評價也是大不同，本研究主要在探討品牌形象、購買意願及再購意願之間的影響關係，以逛購神腦國際門市之顧客為研究樣本，實施問卷調查，搜集實證分析所需資料，並以所獲得顧客（n = 287）之品牌形象、購買意願及再購意願等量表，深入探討其間的影響關係。研究結果主要發現：(1) 經驗性品牌形象與購買意願，存在顯著正相關，即提昇經驗性品牌形象，有助於增強消費者購買意願。(2) 象徵性品牌形象與再購意願，存在顯著正相關，即提昇象徵性品牌形象，有助於增強消費者之再購意願。(3) 購買意願與再購意願，存在顯著正相關，即提昇消費者的購買意願，有助於增強其再購意願。

關鍵詞：品牌形象、購買意願及再購意願。

關鍵字

購買意願及再購意願 ； 品牌形象

並列摘要

Following by the advance of information and communication technology, the fierce competition among the market, it’s more difficult for businessmen to get the advantage in pricing, products and marketing channel. In particular, the electronic equipment as mobiles and tablets quickly becomes obsolescent, therefore, optimizing the image of the brand plays an important role on operating and also effects the sale of products. Due to the individual difference in customers, there will be some differences in cognizance and evaluating of the image of the brand. The research is for investigating the relations between the Image of the Brand, Purchase Intention and Repurchase Intention. The studying was using the customers of Senao International Store for sample to run the questionnaire survey. Collecting the information of the empirical analysis and comparing with the scales of the Image of the Brand, Purchase Intention and Repurchase Intention from customers, the following conclusions are obtained: A.) There is a significant positive correlation in experiential brand image and purchase intention. That is, the enhancement of the experiential brand image has a significantly positive effect on customer purchase intentions. B.) There is a significant positive correlation in the symbolic brand image and repurchase intention. In the other words, the enhancement of the symbolic brand image has a significantly positive effect on customer repurchase intentions. C.) There is a significant positive correlation in the customer purchase intentions and repurchase intentions. Namely, the improvement of the customer purchase intentions has a significantly positive effect on their repurchase intentions.

Key words: Brand Image, Purchase Intentions, Repurchase Intentions.

並列關鍵字

Purchase Intentions and Repurchase Intentions. ； Brand Image

參考文獻

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